EAST RUTHERFORD, N.J.  Seahawks linebacker Malcolm Smith intercepted a pass Sunday and returned it 69 yards for a touchdown in the Super Bowl.

Disney noticed.

A company official picked up the phone, and negotiations began.

One signature moment after Super Bowls is the game's MVP declaring, “I'm going to Disney World!” That moment didn't make airwaves this time, as a contract wasn't in place for Smith by the conclusion of a 43-8 win over the Broncos.

Behind the scenes, there is big business to Disney's involvement in the title game.

“We don’t talk publicly about the details of the campaign because the surprise element is part of what makes the campaign fun and enduring,” a Disney spokesman said in an email. “As we like to say, it all comes together with the help of a little Disney magic.”

Before the game, dozens of players from the two teams signed a Disney contract.

The agreement comes with a long list of obligations, beginning with the on-camera moment. The next day, the MVP handles a heavy itinerary that involves he and a small party of family and friends being flown to Florida, expense free, to Disney World. The MVP does rides, takes pictures, participates in a parade — the whole thing.

He may shoot a commercial as well.

Most contracts are for $30,000. For some, it's a $50,000 gig. It is believed the total could reach six figures for the rare marquee player.

If a player signs the contract but doesn't become MVP, the deal is void, and he receives no money.

Multiple player reps said they aren't a fan of the deal.

Some players, like Seahawks safety Kam Chancellor, opted not to sign, sources said.

“Disney will basically own your image in terms of a Super Bowl MVP,” one player rep said. “You still see Phil Simms; they show all those guys going to Disney World. They basically own your image for infinite duration. … I don't see the value in doing it.”

Disney doesn't discriminate.

It casts a wide net as to which players are approached for a contract following the conference championship games. That includes Clint Gresham.

He is the Seahawks' long snapper.

Gresham joked with teammates days prior to Sunday about the kind of performance he'd need to be in Smith's position as Super Bowl MVP.

“It would take five forced fumbles,” Gresham said. “It would take recovering a blocked punt, juking 10 guys and then scoring a touchdown. And then they would have to sub me in for Russell Wilson probably for the fourth quarter.